The forgotten art of making students smile: how one family's philosophy outlasted 75 years of technological revolution

Editor's Note: Welcome to the inaugural profile in our special "Picture Perfect Partnerships" feature series. We'll spotlight the remarkable photographers who partner with us to create lasting memories for schools nationwide. Our first profile celebrates Van Gogh School Photographers, a family business that has captured student smiles in the Chicagoland area for over 75 years. We talked to President Jack Zucco (pictured above with son Michael) about his family’s legacy.

How did your family's school photography business begin, and what inspired your father's initial entry into this specialized field?

Van Gogh School Photographers was founded in 1947 by my father. He believed every student deserved a well-crafted, lasting memory of their school years. With a passion for photography and a commitment to excellent service, he set out to build a business that not only took pictures but also preserved cherished moments for families and schools alike.

What were the most significant challenges your family faced when establishing the business in 1947, and how did they overcome them?

Resources were limited, technology was far less advanced, and building a customer base from scratch was no small feat. My father had to earn the trust of schools one by one, going door-to-door to demonstrate the value of professional school photography. He overcame these hurdles by staying true to his core principles—offering reliable service, consistent quality, and a personal touch that set Van Gogh apart.

How has the business been passed down through the generations, and what traditions or values have remained consistent?

Each generation has brought new ideas and innovations, but the fundamental values—quality, professionalism, and a customer-first approach—have remained constant. Barrington, IL has been our headquarters for almost 50 years.

What significant changes or pivotal moments shaped your family business's evolution across three generations?

There have been several defining moments in our history. The transition from film to digital photography was a major shift, requiring new equipment, training, and processes. Another pivotal moment was expanding our services beyond just portraits to include yearbooks. Our 12-year partnership with Treering has been one of the most significant milestones, allowing schools to create personalized, on-demand yearbooks that give students and families a more meaningful way to preserve memories.

How have you personally contributed to or innovated within the family legacy since joining the business?

Since joining the business, I've focused on modernizing our operations, refining our photography process, and improving efficiency without sacrificing quality. I've also played a key role in expanding our yearbook services through our partnership with Treering.

Can you share a particularly meaningful school photography project that spans multiple generations of your family's work?

One of the most meaningful aspects has been capturing school portraits for multiple generations within the same families. There have been instances where we photographed a student and years later took their children's and even their grandchildren's school portraits. Seeing those families return to us decade after decade is incredibly rewarding.

How has your family maintained relationships with schools across generations, and what's been key to that longevity?

Our relationships with schools are built on trust, reliability, and a commitment to exceeding expectations. We don't just see ourselves as photographers—we are partners in helping schools create lasting memories. Personalized service, a 100% satisfaction guarantee, and our ability to adapt to schools' changing needs have been key factors in maintaining long-term partnerships.

What photography techniques or business practices have remained unchanged since your father's era?

While technology has evolved dramatically, core photography principles have remained unchanged. Proper lighting, professional posing, and attention to detail were as important in my father's time as today. The emphasis on customer service, reliability, and delivering a quality product has been constant throughout the decades. My father always believed in making sure every student left picture day feeling good about their experience—that philosophy still drives us today.